Coworking Marketing #56 - Social Media Strategy with Petra Bijvoet: Masterclass Takeaways (Part 2) 📚

Hey there,

Rosee from Cobot here!

Last week I shared some key ideas from the social media masterclass by Petra Bijvoet, founder of Hashtag Junkies, at workish.berlin. I started with the two foundations that come before content creation: identity and positioning. If you missed it, you can read it here.

This week I’m moving on to the next step: Turning strategy into structure.

One of Petra’s key points was that people respond well to predictability and consistency.

To illustrate this, she asked us to think about our favorite TV shows.

When you follow a show, there are already a few things you know: You know the format. You know when it comes out. You know what to expect.

Your content can work the same way.

Instead of posting randomly, Petra suggested building a monthly content calendar to serve as the backbone for your posts.

Not something rigid, just something consistent enough for your audience to recognize your patterns.

Petra recommended working with no more than 4–8 content formats.

If your goal is steady growth, she suggested aiming for around 12 posts per month.

But the most important insight wasn’t about quantity.

It was this:

Think about a TV show about flipping houses.

You don’t just see the finished house.

You see the decisions, the mistakes, the discussions, and the challenges along the way.

That’s where the story lives.

Your audience doesn’t only want the polished success story. They also want to see the process behind it.

In coworking spaces, things are always evolving. Tables get rearranged, events get planned, communities grow and adapt. Bringing your audience along for those moments helps them feel more connected to what you’re building.

There's one rule that Petra shared which I keep coming back to. Every piece of content should do one clear thing:

Teach: Share knowledge and answer real questions.

Example: How to Attract Digital Nomads to Your Coworking Space

Relate: Share stories or experiences people recognize.

Example: What surprised us most when opening our coworking space.

Prove: Show results or real examples.

Example: Case studies showing how coworking spaces have streamlined operations and improved member experience. You can find real-world examples in Cobot's case studies.

If it doesn’t do one of these three things, it’s just noise.

She also encouraged sharing failures, not just wins.

Because authenticity builds trust.

Another interesting point Petra mentioned was that people love numbers.

They give us something concrete to hold on to and can influence how we perceive value, trust, and progress. There’s actually quite a bit of psychology behind this. For example, how different numbers influence perception in marketing, as explained in this article on the psychology of numbers.

But numbers become powerful when they connect to a human story.

Not just growth. Also challenges.

Sharing positive and negative numbers makes things feel more real.

Some small but useful reminders Petra shared:

Before wrapping up, Petra made one more point:

Content strategy is also about how you want to be perceived. Petra shared that she openly talks about ADHD in her content because it’s part of who she is and how she works.

At the same time, she’s intentional about the things she doesn’t talk about, because they don’t align with how she wants to be seen as a leader.

Strategy also means choosing how you want your brand to show up in the world.

The way you communicate shapes how people perceive you and whether they feel connected to what you’re doing.

The topic for next week is:

If you missed last week's newsletter, check it out here:

Reply to this email if you have any questions, disagree with something I said, or have a suggestion for a collaboration/future topic. I'm always happy to stay in touch.

Share this newsletter with someone if you think they might find it useful. Share the subscribe link with them or check all previous editions here.

Coworking Software

Cobot Coworking Software, 2026